Today, GUT is launching a new campaign for Globant, a digitally native company focused on reinventing businesses through innovative technology solutions, that is inspired by and addresses the post-pandemic tension that dominated the work environment in the United States over the past 14 months. The Great Resignation, the phenomenon that saw 55 million Americans resign from their jobs since April 2021, highlights workers’ dissatisfaction and disillusionment with their employment.
It created the perfect opportunity to introduce StarMeUp, a SaaS platform created by Globant, to help companies create a culture built around people, and combat some of the most serious problems of today’s workplace: toxic culture, stagnant professional growth, and a lack of work flexibility. GUT’s campaign focuses on recognising the ever-expanding population of workers who have had enough, uniting them as people of a nation who deserve to be seen and heard: The ResigNATION. A nation that is ‘flying’ its flag across every region of the United States, announcing to organisations that to retain and attract the best talent, a new way of working – and the solutions to create it – are needed.
The campaign is fully digital and includes a long form documentary-style hero film focused on the ResigNATION and introducing how StarMeUp works as a solution, and it’s joined by a battery of digital assets bringing testimonies and educating on how to stop with this relevant tension.
“StarMeUp is essential to any organisation looking to navigate the future of work,” said Chad Cathers, CEO of StarMeUp. “Whether adopting an in-person, hybrid, or remote-first environment, the needs and expectations of talent are a fundamental part of the equation. The campaign that GUT has created for us highlights how the platform can open up the lines of communication within an organisation, create culture, and uncover the hidden heroes of any company, all while increasing a sense of belonging.”
“This campaign focuses on a real, current, and serious problem in the United States,” says Joaquín Cubría, CCO & global partner of GUT. “The Great Resignation has been making headlines for a while and the numbers are shocking. As we followed those statistics, we realised that a smart way to engage decision makers within companies was to portray the crisis from a different perspective. The data speaks, it just had to be translated into a campaign that anyone could relate to.”
The campaign will be issued primarily via social media channels including YouTube, Facebook, Instagram, LinkedIn, and Twitter over the next six weeks to maximise reach and impact, as well as to strategically reach key audiences. After the initial campaign launch, GUT and StarMeUp will pursue an 'always-on' campaign to engage audiences who have watched the videos, visited the landing page, or otherwise interacted with the campaign content to further showcase how StarMeUp can solve today’s biggest corporate challenges.